Part of a series about creating corporate and B2B video.

Even the most experienced presenter or public speaker can struggle when put in front of a camera. Talking to a group of people might be second nature for some but speaking to the unblinking eye of the camera can be more daunting. The good news is that if you follow some basic rules, it needn’t be.

First up, keep it simple and keep it short. We all know from personal experience, backed up by a wealth of research, that people rarely watch long videos online. This is not a guide for writing a Netflix hit. For informative corporate videos, we’d suggest three minutes as an absolute upper limit – and ideally nearer two minutes.

Video is not the best format for in-depth technical presentations or detailed discussions. Text and graphics are much better at conveying complex information.

Use video to tell visual stories. Use video to be more inclusive. Use video to show the human side of a business.

Here’s a checklist for script writing:

 

1. Don’t write a script!

This might sound counter-intuitive but memorising and performing an exact script is very difficult – that’s why actors and TV presenters get paid what they do. Lay out your script using bullet points for each topic – two or three points per section – and keep them as short as possible. This will make it easier for the presenter and allow for more natural takes, as each point can be used as a prompt on the day.

 

2. Agree on bullet points before the filming

These can be discussed and amended with the presenter well before filming. This is the time to make sure that key marketing messages and themes are covered. The presenters might even choose to write longer form answers. But only the agreed bullet points should be used on the day. The bulleted script can also be used by the crew to make sure that relevant content is covered by the answers and captured in the final edit.

 

3. Avoid jargon

Remember that someone has to say these words and someone else must listen to them and understand them. Keep it simple. Also remember that not everything has to be said by the presenter. Important metrics and statistics can always be inserted in the video as graphics or captions.

 

4. Don’t try to cram too much in

People overestimate how much they need to write/say to fill the time. Speaking speeds vary but a rough guide is 120-150 words per minute.

 

5. Be flexible but keep everything covered

Don’t be afraid to adapt the script if it doesn’t work on the day. Pause the filming and try and find an easier way to say the same thing. Splitting up a sentence or using alternative words can get you over a persistent stumbling block.

 

6. Build a clear narrative arc

Both the presenter and the viewer need to understand what’s going on in the video. Make sure that each section links to the one before and the one after.

 

7. Finish on a high

Devote a bit more time to the final section. Create a punchy and memorable exit line. Try to have a good idea of your exit line before you film that take.

 

It’s not always easy. But follow the guidance above, keep calm and remember you don’t have to be perfect first time, it can all be tidied up in the edit, as long as you capture everything necessary for the story.

Our next post in this series is all about what to do on the day of filming to make sure everything goes smoothly.

If you want help crafting a video script, get in touch.